1.
How to Develop Your
Mobile Strategy

2.
● We’re recording this webinar &
will send out links to the
recording and slides.
● Please submit your questions
in the GoToWebinar console
on the right of your screen.
Welcome To Today’s Webinar
Justin Thorp
Senior Manager, Marketing Operations
AddThis
@thorpus

3.
We help companies optimize marketing effectiveness
with tools and audiences powered by extraordinary
interest-based behavioral data.

4.
● We showed our mobile-friendly overlay to
many of you as you exited the landing page for
this webinar.
● We featured a relevant mobile strategy article
we thought this audience might enjoy.
● The result? A 17% click through rate.
Drive Results with Audience Targeting
Our New Offerings Help to Drive
Engagement

5.
Today’s Speakers
Brian Lacey
CEO at Mobomo
@FreedomNutz
Malena Lopez
Project Manager at Mobomo
@Spunky_Mal

6.
We are a creative design and engineering agency.
We create elegant products to solve complex problems.

7.
@mobomoapps
Agenda
Audience
Environmental Factos
Responsive First Mentality
Why have a mobile strategy?1
Building your plan
Engaging a Shop
Post-Launch Momentum
How to get started3
Websites
Apps
Shake & Bake: Deploying on both platforms
Understanding the role of mobile2

8.
A mobile strategy is no longer a “nice-to-have”.
While desktops and laptops are the most common
device used for searching the Internet, the shift to
mobile, is quickly closing that gap.
Why Develop a Mobile Strategy?
@mobomoapps

9.
@mobomoapps
Why Develop a Mobile Strategy?
The majority of Americans
already use mobile phones or
smartphones for search.
Phones have overtaken PC
Number of Global Users (Millions)
2007 2008 2009 2010 2011 2012 2013 2014 2015
2,000
1,800
1,600
1,400
1,200
1,000
800
600
400
200
0
Mobile
Desktop
Source: comscore, Morgan Stanley Research

10.
Type of information produced and consumed.
Current and Future Demographics.
Your Audience
@mobomoapps

11.
@mobomoapps
The Future of Mobile
This shows the
popularity of smartphone
ownership and emerging
mobile devices like
Smartwatches.
80% OF INTERNET USERS OWNS A SMARTPHONE

12.
Environmental Factors
@mobomoapps
Pipe Devices Solution
3G Speeds. It’s
your lowest
connection
speed
Uncontrollable
and consistently
evolving screen
sizes
Think Consumable
Content First.

13.
Responsive First
Because of these combined things:
Have an API First Mentality where you are
crafting consumable API content that any
platform or device can display.
This is out of your control, so you need to craft
content that can go anywhere.
Responsive First (not just mobile) because of the
Internet of Things (IoT)
@mobomoapps

14.
@mobomoapps
Strategy: What are your
bussiness goals?

15.
Most smartphone
users download
zero apps per month
Apps represent
50%+ of time spent
on digital media
Poor discovery features
On store cost per user/
download: $2.80-$3.00
Majority of time is on the
user’s single most used
app (Facebook, etc)
Understanding Mobile:
The Uncomfortable Truth
@mobomoapps

16.
Mobile Website vs Mobile App
Mobile Website = Reach
You’re doing this to hit the largest audience
@mobomoapps

17.
Content sharing nowadays shouldn’t require an
app, fastest path is mobile website.
Your website has to be responsive now to rank
higher on Google.
Cost of doing business, no longer optional.
Mobile Website Vs Mobile App
@mobomoapps

18.
Mobile Website vs Mobile App
Mobile App = Rich Experience
You know your audience (user & device) and the goal
of the app is a stand alone product or augment
existing services.
@mobomoapps

19.
You need to invest in marketing and pushing the
download to succeed.
Users have decisions to make and your app is
easier to lose:
Storage and battery usage.
“Storage full” is a reality for many people, the
heyday of “all the apps” isn’t feasible anymore.
Mobile Website Vs Mobile App
@mobomoapps

20.
@mobomoapps
Shake & Bake
Deploying on both platforms
Pinterest as an example
Allows app-free content
consumption, offer
personalized app as well

21.
Mobomo Examples
Our clients drive up to 40% of federal
government website traffic—millions of visitors.
@mobomoapps

22.
@mobomoapps
Initial planning
Content = Consumable
In-House Development or Engage a Dev Shop
Launch
Consider a soft launch
Post launch tracking
Feedback
How to get started: Build Your Plan

23.
@mobomoapps
How to get started: Set Goals
Define your business
Product, service, or something else?
What are your business goals?
Leverage your social media
Build your MVP - You should be embarrassed to
show it
Analytics - define and track early and often!
Analytics is key on both mobile and website
Pros/cons

24.
@mobomoapps
We see over and over that our clients face the
same challenges, they want to:
Common Elements

25.
Building Internally
@mobomoapps
In-House app development
Know the required technology
Define Team roles
Cost
Consider available resources and services
Pros/cons

26.
Engaging a Dev Shop
@mobomoapps
Engaging a Dev Shop
Google
References
Proposals
Pros/cons

27.
@mobomoapps
Services

28.
Engaging a Dev Shop
@mobomoapps
Keep in Mind
Does the shop offer strategic
planning?
Does the shop offer design?
What kind of software
development is used?
Details
Scope of work
Timeline
Maintenance
Costs
Services

29.
@mobomoapps
Mobomo uses agile to create your product quickly
and efficiently
Our Process

30.
@mobomoapps
1 - 4
Week Sprint
Every
24 hours
Burndown/up
Charts
Daily Scrum
Meeting
Finished
Work
Sprint Review
TASK BREAKOUT
Sprint
Backlog
Sprint end date and team
deliverable do not change
T
Scrum Master
Sprint
Retrospective
P

31.
@mobomoapps
Tools we use
Project Management
Confluence
wiki, reports,
documentation
Jira
sprint planning, bug
tracking
Code Management
Code Repositories
centralized private code
hosting, versioning,
backups
Hosting
Staging and
Production
Ecommerce
Open Source Ecommerce
Platform
Intridea Partner

32.
Post-launch Momentum:
Prepare to spend money
@mobomoapps
Social Media Campaign
Blog
Partnership
Advertisements
Search Engine Optimization
Long-term Marketing

33.
Tracking and Feedback
@mobomoapps
What does it mean?
1. It can help improve a product or service.
2. It offers the best way to measure user satisfaction.
3. This data is vital to your phase 2 or a pivot in product or
service development

34.
Actionable Insights
@mobomoapps
Mobile optimize your current site
Install and track website analytics
Brainstorm your next steps.

35.
@mobomoapps
Thank You!
Brian Lacey Malena Lopez
CEO
brian@mobomo.com malena@mobomo.com
Project Manager

36.
Thank You Gracias Merci Danke